Wunderman Thompson Melbourne has won the pitch to develop a three-year campaign for the Victorian Department of Justice and Community Safety (DJCS). The agency’s job will be to drive long-term change in the awareness, attitudes and behaviour of Victorians in relation to fire.

Wunderman Thompson will work with with the Strategic Communication Branch within the DJCS – which manages the project on behalf of and in collaboration with Emergency Management Victoria (EMV), the Country Fire Authority (CFA), Metropolitan Fire Brigade (MFB) and other agencies across government to create a campaign platform to prompt all Victorians to be better prepared for the threat of bushfire and grassfire this coming summer.

Angela Morris, chief strategy officer, Wunderman Thompson, commented, “Victoria is one of the most fire-prone areas in the world and shifts in climate have resulted in Victoria’s fire seasons becoming longer and more severe. This duration and severity, combined with a growing urban fringe as Melbourne’s housing footprint expands, means that it’s not just rural areas that are at risk. Data showed that perception of personal fire risk was trending lower, so the campaign will create a strong sense of vulnerability to drive re-consideration and action.”

Nick Muncaster, partner, Wunderman Thompson, Melbourne, added, “It’s hard to imagine a more important campaign in terms of driving widespread attitude and behaviour change amongst all Victorians. We’re very aware of the responsibility that comes with this appointment and look forward to partnering with the DJCS team and its stakeholders to deliver a highly impactful and effective platform.”